Relentless: The Science of Barrier-Busting Sales

by Suzanne C. Dudley, Shannon L. Goodson

Are You Relentless . . . or Reluctant? For generations, salespeople have possessed a well-defined reputation as outgoing, fearless, and audacious. But for many, the familiar stereotypes mask a darker reality. Far from being unstoppable selling machines, they struggle with a secret fear of prospecting. Whether on the phone, in person, online, or in front of groups, initiating contact with prospective buyers causes discomfort and distress. So they avoid it. Instead of making calls, they make excuses. It’s a costly trade-off. Sales call reluctance — emotional hesitation to prospect — can be a career-killer. Studies show that up to 80% of new salespeople may fall victim to it. And 40% of veteran sellers have considered leaving the profession because of negative feelings toward prospecting.But it doesn’t have to be that way. Building upon the pioneering research of call reluctance experts George W. Dudley and Shannon L. Goodson, authors Suzanne Dudley and Trelitha Bryant present proven strategies for busting through the barriers that keep talented, deserving salespeople from achieving success. No platitudes. No gimmicks. Just practical solutions, rooted in science and field-tested on thousands of salespeople around the world.Whether you sell a product, a service, or yourself, you can learn to overcome the fears that hold your career hostage. Become an effective advocate for your interests — proudly, ethically, and above all, relentlessly.

Genres: Business, Nonfiction, Psychology

272 pages, Paperback

First published April 1, 1986

Reviews

[Lou · Rating 5 out of 5]

This book is written for salesmen BUT . . .

. . . it is applicable to most people. Even if you're a lowly staff accountant somewhere pushing keys on a computer, there are things in this book which can help you live a better life.

--Wag--

[Tony Canas · Rating 5 out of 5]

If you work in sales read this book today. It's a research based guide to help you make more sales calls (whether on the phone or in person). First it diagnoses you through a few quizzes and then it provides actionable solutions. Seriously don't wait, do it now. I know it's not available on Kindle and that's a pain, and it hasn't been updated since 1999 but it's seriously amazing.

[Kim Caudill · Rating 5 out of 5]

As a follower of Albert Ellis's work on Irrational Behavior Therapy it appears Dudley and Goodson are using those principles in changing behavior. These behavior modifications extend to self promotion and self marketing.

A long read. I found it of value to take the profile analysis first and then focus on the applicable sections.

Dr Frank Lee (Dallas) has an excellent training program based upon Dudley's work.